TransUnion: Auto Shopping Up 11% and Property Shopping Up 5% in Q4 2025
Auto insurance shopping rose 11% in Q4 2025 year-over-year while property insurance shopping increased 5%, sustaining rates that typically decline at year-end. TransUnion’s Insurance Personal Lines report shows shopping frequency climbing steadily over three years, driven by economic pressures and aggressive insurer marketing investments.
1. Q4 2025 Insurance Shopping Trends
TransUnion’s report reveals that auto insurance shopping jumped 11% in Q4 2025 versus Q4 2024, while property insurance shopping climbed 5%, defying typical year-end declines. This marks three consecutive years of elevated shopping rates, highlighting a shift toward routine policy comparisons.
2. Consumer Shopping Intensity Patterns
Analysis of the shopping intensity index finds fewer than 25% of consumers evaluated three or more insurers. Baby Boomers and Silent Generation consumers scored seven points lower than Gen Z, rural residents four points below average, and agent-initiated shoppers four points lower than direct-channel shoppers.
3. Insurer Strategies and Opportunities
Economic pressures are driving consumers to seek lower premiums, and insurers’ increased marketing and competitive rate setting are fueling shopping activity. The report suggests proactive communication tools, such as branded call displays, can help insurers engage existing customers and enhance retention.